Analysing Green Purchasing Behaviour Inconsistency : an example from voluntary carbon offset program

Sammanfattning: This research investigates current and explores new factors contributing to green purchasing behaviour inconsistency using qualitative method and iterative grounded theory approach. Green purchasing behaviour inconsistency derived from the behaviour-attitude gap theory that occurs within different context of consumer behaviour cases, thus this research tries to answer: “What are the factors that cause green purchasing behaviour inconsistency?” using Voluntary Carbon Offset (VCO) program as an example. This research uses semi-structured interview methods on 9 interviewees in Sweden and Germany, each with different demographic background (employment, age, and location) and level of VCO program participation across different industries. The findings shows that Trust, Situational Context, Implemented Intention, Perceived Behavioural Control, Willingness to Pay, Personal Values, and Information and Knowledge have potential to narrow down or even closes the gap in green purchasing behaviour inconsistency. This research offers the possibility of new factors that can be included in the current discourse on behaviour-attitude gap and add more credibility to Implemented Intention, Situational Context, and Trust as the existing factors used in behaviour-attitude discourse. Beside academic contribution, this research also briefly highlights possible implementation within business management context on how to empower consumers to make a well-informed decision towards products and services that contributes to fighting climate crisis or opt to offer different options for the consumers.